LIVE FROM GSMA MOBILE WORLD CONGRESS SHANGHAI 2015: “The ‘next big thing’ for Wing is undoubtedly its mobile application”, revealed Anthony Perkins (pictured), CEO of the Cambodian mobile payment service provider.
“Smartphone penetration in Cambodia has reached a point where it is essential to have a mobile app for financial services, and Wing will deliver this in Q4 2015,” he told Mobile World Live ahead of his appearance at the ‘Global Financial Services’ conference session on 16 July.
The first phase of the app will offer all of its existing services in the Khmer language, “that will finally allow Wing to reach Cambodians in their own language” and offer “a great new user experience.”
But Perkins believes with mobile apps “so much more is possible than the existing USSD interface,” and Wing “is exploring how to best use mobile apps and data to really put its customers first and also deliver greater efficiency to its Wing Cash Xpress network of agents.”
While Wing has no plans to venture outside Cambodia, where over 1.3 million customers use its services every month, it is expanding its reach through cooperation with financial institutions in the region, in particular to assist with Cambodian migrant workers sending money home to their families.
With its new international remittance product, Wing wants to reach customers overseas via strategic partnerships such as the one with Thailand’s Kasikorn Bank last month.
Within its home market, Perkins said launching new and innovative products remains a challenge due to lack of customer awareness and education. To this end, the firm has produced infomercials, TV advertisements and literature ranging from product knowledge to raising awareness on fraud.
It has also leveraged social media “heavily” to fully engage with customers and provide easier access to its customer service team.
Wing also engages in “both above the line and below the line marketing activities” to demonstrate how useful its basic financial services are for everyday use.
“We have a first rate agent network with 100 per cent activity rate on a daily basis which is unheard of in the mobile money industry. This face to face experience removes the fear of any technology barriers, and also tackles a perception of many Cambodians that they are too poor to walk into a normal bank branch and brings a ‘personal banking’ approach to all customers,” he said.